Positioning Isn’t Always A Matter of First
Oct 7th, 2010 by Laura MacDonald's Blog
An intriguing topic which we have covered in Comm101 involves the positioning of products in the mind of the consumer. It was mentioned in “Positioning” by Riels and Trout that the easiest way to ensure the success of your brand or product is by being first. Basically, this means beating everyone else to the starting point. However, one shouldn’t despair if one cannot claim being the first to emerge with a certain product or service. Through a unique approach to the market, one’s product can gain a favourable position in the eyes of the consumers. In fact, an article in the National Post, “Clipping Groupon’s Wings” illustrates how numerous online businesses in coupon promotions have recently started up. Despite the fact that the online-coupon giant, Groupon, holds much of the online coupon market in the U.S. and parts of Canada, these new coupon style websites continue to appear. Mr. Nguyen, the owner of recently begun TeamSave.com, recognizes that “Groupon has built brand value because it’s been in the coupon business since 2008”, but he’s not intimidated by this as he believes “there is enough market in every city to accommodate several discount players”.
Read more:
www.financialpost.com/entrepreneur/Clipping+Groupon+wings/3619269/story.html